in my third year at university i remember one option for a work brief was to relaunch one of the classic men's scents, Brut or Old Spice. i am pretty confident no-one came up with anything this good.
the two guys at widen+kennedy have nailed the tone of voice with this advert and the concept is the perfect persuasion, not only for the man, but also for the actual target market of buyers - girlfriends.
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